Losing a prized possession is always devastating. From losing a wedding ring to misplacing a LEGO figurine, we can all recall that frantic panic and that gut-wrenching feeling when something dear to us went missing.
In this case, we could only dream our situation was like that of Luka Apps, a seven-year-old from Highworth, Wiltshire England. Luka had recently purchased the LEGO Ninjago Ultra Sonic Raider set with his Christmas money. Ignoring his dad’s advice, Luka decided to take his JayZX LEGO shopping. As warned, the Jay figurine had disappeared. The misfortune left Luka with one solution: Write a letter to Lego explaining his dilemma.
In Luka’s email he wrote, “Daddy said to send you an email to see if you will send me another one. I promise I won’t take him to the shop again if you can.” To his surprise, Luka received an email back from Richard the LEGO customer service representative. Richard explained that normally they would have Luka pay to replace the minifigure but planned on giving Sensei Wu, mentor of the four Lego ninja characters, a call to get his advice on the issue.
Richard’s response after talking to Sensei Wu was, “He told me to tell you, ‘Luka, your father seems like a very wise man. You must always protect your Ninjago minifigures like the dragons protect the Weapons of Spinjitzu!'” He also mentioned how Sensei Wu told him that it would be okay to send a new Jay character along with something extra.
The letter was cleverly crafted and individualized to Luka. The customer service rep, Richard, was able to gain a connection and relate to Luka on a more personalized level. He promised Luka he would have the new Jay figure in the mail in a couple of weeks along with all of his weapons. He explained that Luka would have the only Jay figure that combines three different Jays into one and there would be a bad guy included for the Jay figure to fight.
When the toys arrived in the mail Luka’s father, Simon Apps shared the experience on Twitter stating, “Luka was literally jumping up and down when he read the reply. Had to be shared.” LEGO was able to show compassion through a heartfelt letter. Both letters and the whole story went viral because of one small act of kindness went from turning a personal tragedy into a happy ending.
A short time before this, LEGO was able to show this same kindness for a boy from Massachusetts who had saved for two years to buy a LEGO Emerald Train Set only to find out it was discontinued. When LEGO found out, they located and sent him the kit right before his birthday.
When brands reach out to customers like LEGO they do more than making someone’s day, they create lasting relationships. It is emotional outreaches like this that create great content for social media. Due to LEGO’s creative response, the story went viral and created a huge amount of visibility for the company. Next time when considering answering a customer service email, do it, you might end up like LEGO.
Johanna Skaggs is a junior studying public relations at Brigham Young University. She is passionate about solving problems and inspires to work in media relations after she graduates. She enjoys swimming competitively, basking in the sun and exploring new places.